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- 1. Preseetha Kollamthodi EMEA Channels Leader www.linkedin.com/in/preseetha @preseethak Tactics and strategies that drive a highly personalised brand experience
- 2. 50-80% of the buying process is done before you speak to your buyer Email remains preferred channel of most consumers Mobile and social engagement are up Online traffic and sales are increasing The Customer Journey Has Changed
- 3. opened email used rewards points called call center responded to promotional text no purchase wrote –a-review gift card purchase purchasedregistered downloaded mobile app visited storebrowse abandoned added to shopping cart signed up for text alerts used mobile app browsed website best customer first purchaseopted-in unusedrewardspoints lapsedcustomer customeradvocate largepurchase visited website abandoned shopping cart clicked email returned a product addedtowishlist re-purchased Multiple Interactions with Your Brand
- 4. of customer interactions happen during a multi-event, multi-channel journey56% $$
- 5. Digital consumers own 4 devices and consume 60 hours of digital content per week
- 6. a seamless and integrated experience across channels to receive personalized, timely information, service and promotions you to know and understand them Customers also have high expectations…
- 7. Econsultancy Study: The Customer Connection Customer Experience 81% of companies say they have, or are close to having, a holistic view of their customers 37% of consumers say their favourite brand understands them while only … … ??? ??? The Great Customer Experience Divide
- 8. Getting access to all of my data Building a single view of the customer Delivering relevant content to each customer Providing a consistent customer experience across channels Interacting with customers in real time But there are many challenges making this hard for marketers
- 9. AND How do you? Attract New Customers Grow Existing Relationships Build Brand Loyalty and Advocacy
- 10. 3 Steps to a Highly Personalised Brand Experience 1. Focus on Customer Journey 2. Engagement Marketing 3. Marketing Orchestration
- 11. Step 1: Focus on the Customer Journey Not on single campaigns!
- 12. Source: Ipsos OTX/Google 2012 Holiday Shopping Intentions Survey Wave 1: (Q11). In which of the following ways do you think you’ll approach your Holiday shopping? 44% Research online and purchase online 51% Research online prior to store visit 32% Research online, visit store to view product, then return online to purchase 17% Visit store first, then purchase online The Buyer Journey is not Linear
- 13. Customer Interactions Events SMS Mobile Blogs Call Center Location Communities Push Facebook Twitter Wearables Retail Email Devices+ SMS Opportunity to connect anywhere, anytime
- 14. A framework that: shows how customers interact with your brand uses the customer perspective helps you improve customer experience identifies gaps and prioritizes investments Use Customer Journey Maps to Gain Perspective & Identify Opportunities
- 15. • Visualise the holistic customer journey • Uncover the combination of online and offline channels over time • Understand customer journeys in aggregate or individually • Take action to accelerate the journey or minimise struggles Understand the whole experience with a journey map
- 18. Automated Email eCommerce Social Mobile Leverage the Right Channels for your Customer
- 19. 11% 14% 24% 28% 32% 33% 38% 39% Ways in which US smartphone owners plan to use their smartphones while holiday shopping, Oct 2014 % of Respondents Note: n=1,181 ages 18+ Source: Placecast, “Trends on Mobile Use This Holiday Season” conducted by Harris Poll, Nov 26, 2014 To look for an item in a search engine to find a local retailer To take a picture of a potential gift to text to a friend or family member for their opinion To search for a coupon for a store I am in To search for a coupon for an item/brand I plan to purchase To check availability of items at specific local retailers To scan QR code and compare prices at other stores/online To use my phone to make a purchase For something else Mobile App is the catalyst for sales capture eleswhere!
- 20. Added value over mobile site – e.g. ibeacons, barcode scanning Entices users to keep coming back It has great customer experience Data captured will be useful Replica of mobile site Only used for selling, not engagement Limited features/content – no reason to engage Keeping up with the competition Mobile App Engagement Opportunity
- 21. ©2015 IBM Corporation 2 1 Engagement Everywhere!
- 22. Sephora provides meaningful content, with the personality of a friend and shopping companion Example: IBM Customer Sephora uses brand tone to build engagement Notification Inbox Simple Notification
- 24. of customer journeys are more strongly correlated with customer satisfaction and willingness to recommend than uncoordinated communications. Orchestration delivers greater efficiency and higher customer satisfaction. Over 50% 30% of customer interactions occur during a multi- event, multi-channel journey. The customer now leads the journey. Marketing Orchestration: More Important than Ever
- 25. Ecommerce Data Driven Email Marketing Orchestration
- 26. Create a single identity in platform to enable a consistent customer experience
- 27. 3 Steps to a Highly Personalised Brand Experience 1. Focus on Customer Journey 2. Engagement Marketing 3. Marketing Orchestration
- 28. Watson Marketing Companion Companion Companion Campaign Automation Marketing Insights Real-Time Personalization Core Core Watson Campaign Automation Watson Marketing Insights Watson Real-Time Personalization Watson Campaign Automation Watson Real-Time Personalization Watson Customer Experience Analytics Watson Analytics For Social Media Watson Campaign Automation Watson Customer Experience Analytics Watson Content Hub IBM Digital Recommendations, Product Recs & Content Recs Watson Real-Time Personalization Watson Marketing Insights Watson Customer Experience Analytics Watson WeatherFX for Marketing Campaign Automation Core
Notas do Editor
- As Marketers, we are aware that the environment has changed and the customer is now in control of the relationship. Anyone selling online is faced with the reality that customers are engaging with them 24/7, so much of this interaction is happening when the marketer is not even in the office. We know that customers are doing far more before they even talk to a buyer, in fact up to 80% of the decision making process can happen before you get an opportunity to talk to the customer Customers are using digital channels to do their up front research and also to purchase. We have the opportunity for immediacy and we’re using it. So as a result, mobile engagement is up, as well as social – we rely so much on social information to give us feedback on things we are interested in – whether its checking out Trip advisor for a hotel or Open Table for a new restaurant. And we are also very happy to share our opinion back onto these channels too! Customer is more engaged in product/brand research and more plugged into digital channels than ever. But more mature channels are NOT going away, Email is still the most cost effective marketing channel and continues to be the preferred channel of the majority of consumers
- So each customer is also engaged with you in literally dozens of ways, before and after conversion. It’s up to the marketer today to know and understand these interactions relative to the experience they are having with you. Even if they are wandering into a physical location, chances are they have browsed the Web on the desktops or mobile phones before entering your store.
- Because we know that 56% of customer interactions happen in a multi-channel event. What does that mean? Well basically, a customer is likely to interact with your brand at multiple times before they buy, and they may use a number of different channels to complete those interactions – whether its, looking into a product because they receive an email with an offer, then following up in store to view the product in more detail before calling into a call centre to place an order or going back to their browser to do this. We need to understand that each of these interactions are all a step in the same journey and we need to support the customer through to the next step
- To add to this complexity, we also know that Consumers now have up to 4 devices: Who has 2 phones, and a laptop, a work computer and a tablet? Perhaps even more??? So its not just the different channels and timings we are trying to navigate but we also need to still recognise the same consumer when they return on a different device and add this to the overall picture.
- As consumers in the digital era, we are now sharing so much more information about ourselves than we ever did before and we expect that information to be used effectively. Today’s consumer has extremely high expectations which as Marketers we need to address. They expect the journey across channels and devices to be seamless and integrated They expect that we should use the information they have shared with us effectively and have used it to understand them better and recognise their wants and needs so that we can present them with relevant and timely personalised information.
- Now, 81% of brands believe they are doing this They feel they understand their customers well and know their requirements. Unfortunately only 37% of consumers feel their favourite brands understand them That’s just their favourite brands too! The majority of the time therefore, we feel as consumers that despite the data we have shared, it has not been understood and utilised effectively to support the customer journey. But why?
- Its actually not that Marketers are deliberately doing a bad job here but there are a number of challenges standing in their way: The data is not all in one place – and potentially its not all owned by marketing This can make getting a single view of the customer very difficult as you try to pull together a view of the customer from your website, in store activity, social pages, mobile app etc Without that single view of the customer it becomes challenging to support providing a consistent and relevant experience for the customer And as channels continue to grow, this continues to become more and more difficult!
- And ultimately what that means is it is harder to attract customers Grow the relationships you have with your existing customers. Increase customer retention, average order value, lifetime value and ultimately Build brand loyalty and engagement So, what can you do?
- We have put together 3 steps to help you with creating a highly personalised Brand Experience and I’m going to take you through those 3 steps over the next few minutes
- So: Step 1 Focus on the customer journey rather than specific campaigns! So what do I mean by this?
- What we know is that the buyer journey is not linear As we discussed earlier, 56% of journeys happen in a multi step, multi channel experience The outcome of those journeys is important but lets take a step back and think about how we get them to that outcome. If you haven’t done some work to map out your customers journeys then this is a good time to think about them and start to understand how they are flowing through your various channels to your end point. A journey map will help provide you with a detailed view into the flow of a customers experience with your brand.
- Your customers may be connecting with you in a myriad of different ways: Receiving SMS offers Looking up information on your mobile site Reading a blog posting Viewing a product instore Reviewing feedback on a community site The options are wide but as we said, they are likely connecting with many of these different options through their journey, so you want to connect them and understand the flow.
- By mapping out the customer journey you can gain a better perspective on your customer and identify how you might want to modify or enhance that experience for them You might get better insight into their perspective on how your channels and information is accessed and how consistent they are Perhaps it helps you understand where the experience could be better, or is not up to the standard you would like your brand to be known for It might also help you to look into gaps and assess where you might want to make changes in the future
- Using a tool to map out and understand the various steps and flows in the journey you get a more holistic perspective on your customers. What it can also do is help you to understand how your customers are using your on and off line channels in combination As well as potentially uncovering issues/challenges that are directing customers down a path you would prefer to avoid – e.g. is badly placed information on your website leading customers to call your call centre more readily than you would like One you understand these paths and connections between your channels you will be in a better position to decide if changes are required to accelerate their journey or smooth out issues or struggles they may encounter Ultimately, this is aimed at accelerating your path to purchase and helping to drive more positive relationships with your customers.
- So Step 2 is about Engagement Marketing
- So, consider what you learned from the first step and begin to apply it to your marketing efforts. This is what we call Engagement Marketing because Engagement is about the holistic experience of how your customers will interact with you Buying is a single Engagement. If you only engage with your customers when they are buying then you are in danger that your competitors may be attracting them away from you in between those purchases. Think about the journey in terms of engagement How am I building a relationship with my customer/potential customer
- Although most brands are utilizing many of the marketing channels available to them, brands would do well to differentiate themselves by optimizing a particular strategy, one that helps them stand out. This is not to say, don’t do other forms of marketing But part of that is leveraging the right channels – the ones that work best for YOUR brand There is so much competition in the market, it is easy to be drowned out in the noise. But there are probably some things you are doing well – perhaps you have a really fun and intuitive website or your instore experience is 2nd to none. Rather than trying to replicate and stay in line with what your competitors are doing, this is about focusing on what you are good at, what you are known or liked for and building your engagement strategy around that – amplify and enhance that as your key engagement strategy
- Here’s an example – Mobile Apps Apps are used by us for a range of different things – but do you really know what customers are using yours for or what they value most about your app? Also, does your app fit into your overall customer engagement strategy, have you thought about how it can support or enhance customer engagement? e.g is your app a great place to reengage with your customers and drive them back instore with an offer or coupon? Or can you purchase directly from the app and can you use the app to drive people responding to offers in your emails directly into the app to complete their purchase? What is critical here is, ensuring that it supports and has been thought through as part of your engagement strategy and is not simply a ‘me too!’ with no thought for the benefits and uses to your customer
- We know that a large proportion of apps downloaded are viewed once and deleted or never used again – why is that? Perhaps you haven’t thought about the purpose and value you are trying to create for your customers in your app – did you perhaps just build it because your competitors have one? Is there no difference between your app and your mobile site? Instead, think of the value of your app – does it use location tracking so you can perhaps send messages to customers when they are near one of your stores? Does it have a mechanism to continue to entice customers to come back in – can you track your loyalty points quickly there? Immediately see new releases, get access to exclusive offers? Ok, lets look at some customer examples:
- So I love this example and would be so happy if someone could build this for me on my tube journey home from the office n London. This is all about being different/standing out This example comes from a Korean grocery store. Let me talk you through this, they have created a virtual store at the train station Buyers simply use the app to review the products and select what they need, before they board their train The purchase is made in-app and when they arrive at their home station, they can collect their shopping from the store and head home I love it! Its brilliant. Its interactive and simple! But it also stands out and speaks to the personality of the brand.
- Another example is Sephora – this is about connecting the online & offline channels effectively So, if you buy make up from any of the larger brands you know that heading there on a Saturday morning is a nightmare, they are all busy and people are queuing up for appointments with the consultants The app for Sephora addresses this by enabling you to book your appointments in advance and connects the app to the physical store Additionally, because their channels are all connected, they known what and when you purchased and can use that information and their own knowledge of expiry dates or product usage to predict when you will need to order more and can push a notification to remind you to come back in store or buy more online
- Ok, moving on, Step 3 – Marketing Orchestration
- So, just to remind you, as we mentioned at the beginning – over 50% of customer interactions happen in a multi-channel, multi-event journey What we see is where the journeys are orchestrated, rather than single uncoordinated communications, there is a stronger correlation to customer satisfaction
- Marketing orchestration is the execution of marketing across channels, across device. What’s different between orchestration and omni-channel is that orchestration is about execution, not just data. It’s the right time, right device part. In other words, your channels should work together in a finely tuned way.
- So what this is about, is gaining a view of the customer as a single identity and using that insight to drive to a consistent and relevant experience For example, you might send an email to a customer, they open it but don’t click So the following day you also send them an SMS and this time they do click to engage with your website and they put a product into their basket, however they fail to check out So, the following day, you send a push notification via your mobile app to remind them of the abandoned basket and enable them to check out via the app. You also segment them for placement of relevant Facebook adds That is Marketing orchestration
- So those are our 3 steps to a highly personalised brand experience Focus on the customer journey – not single campaigns Think about your engagement marketig strategy – how your channels are connected, what you want to be known for Coordinate and connect all these steps in the journey so its seamless for the customer
- Watson Marketing can support you in all of these steps and help you to achieve that highly personalised brand experience If you would like to find out more, please do stop by our stand to have a chat and learn some more